DALLAS Nokia has awarded Hispanic creative duties to del Rivero Messianu DDB, the client said.
The Coral Gables, Fla., agency bested finalist Dieste Harmel & Partners in Dallas, an Omnicom Group shop, sources said. Independent Cartel Creativo in San Antonio had been a semifinalist, sources said.
Pablo Carreno, client senior sourcing manager for marketing, said Nokia has not yet determined whether DRM also will handle media.
Grupo Gallegos in Long Beach, Calif., which has handled work for the client on a project basis, did not participate. Stan Richards, a principal of The Richards Group in Dallas, has a stake in Grupo Gallegos. Richards handles Nokia's general-market advertising.
Carreno said Nokia has decided to give Hispanic advertising "more emphasis" and said "as part of our overall strategic direction, we thought it was the right time to look at it now."
The telecommunications company chose DRM for its account-management skills, background in Hispanic marketing and media capabilities, Carreno said. "Their overall package was most advantageous for Nokia," he added.
The Hispanic media budget was undisclosed. Nokia, whose regional headquarters are in Irving, Texas, spent $35 million on general-market advertising last year, according to TNS Media Intelligence/CMR.